UNIT 1: THE BUSINESS OF BUSINESS

Skills Focus

• Reading
• Writing
 1.1 VOCABULARY The business of business

A. Match words from Group A with words from Group B to make meaningful word partnerships.

Group A sustainable social ethical value innovation

competitive economic risk market customer

responsibility management development share progress

Group B
advantage proposition satisfaction growth practices

1. sustainable development 6. competitive advantage

2. social responsibility 7. economic growth
3. ethical practices 8. risk management
4. value proposition 9. market share
5. innovation progress 10. customer satisfaction
B. Match the word partnerships in Exercise A with their definitions. 1. social responsibility
1. The concept is that businesses have a responsibility to positively impact
society and the environment beyond maximizing profits. 2. market share
2. The portion or percentage of a market that a business or product controls or
holds.
3. sustainable development
3. The process of conducting business in a way that considers long-term
environmental, social, and economic impacts.
4. Unique qualities, resources, or strategies that give a business an advantage
4. competitive advantage
over its competitors in the marketplace.
5. Conducting business in an honest, fair, and morally responsible manner, 5. ethical practices
following ethical principles and values.
6. The level of satisfaction or happiness experienced by customers in relation to 6. customer satisfaction
the products, services, or experiences provided by a business.
7. The unique combination of benefits and value that a business offers to its 7. value proposition
customers, differentiating it from competitors.
8. The process of identifying, assessing, and reducing risks that could impact the 8. risk management
success or reputation of a business.
9. The progress of the introduction of new ideas, products, processes, or business 9. innovation progress
models that create value and drive growth.
10. The increase in the production and consumption of goods and services led to 10. economic growth
overall expansion and development in the economy.
C. Complete these sentences using the word partnerships in Exercise A.
risk management
1. Effective …………………………………. practices help us predict and reduce potential threats to the business, ensuring its
stability and resilience.
customer satisfaction
2. We need to analyze our competitors’ strategies to maintain our ………………………………….
social responsibility of a business includes providing employment, eliminating discrimination, avoiding
3. The ………………………………….
pollution, etc.
competitive advantage lies in our advanced technology, which allows us to offer superior products that are
4. Our ………………………………….
unmatched in the market.
5. Companies need to focus on sustainable developmentto minimize environmental impact and ensure a positive
………………………………….
legacy for future generations.
market share
6. Our competitor is lowering prices right now in an attempt to regain ………………………………….
Value proposition is a statement that describes the value that a company or product offers to the customer
7. ………………………………….
including unique selling points, benefits, and costs.
economic growth
8. Increases in capital goods, labor force, technology, and human capital can all contribute to ………………………………….
D. Discussion
Work in groups of three or four.
Discuss the business of business, and explore its purposes, responsibilities, and impact.
Follow these guiding questions:
 What do you believe is the main purpose of a business? Is it just about making
profits, or should it pursue other objectives?
 How do businesses impact society, the economy, the environment, and local
communities?
 What are some ethical business practices that businesses should take into
consideration?
 How can businesses balance profitability and sustainability?
Invite one representative from each group to present the key points from the discussion.
1. The main purpose of a business is to create value for its stakeholders. While making profits is important, a business
should also provide quality products or services, contribute to societal well-being, and foster sustainable practices.

2. Businesses have a significant impact on society, the economy, the environment, and local communities. They create
job opportunities, stimulate economic growth, and contribute to tax revenues. They also have environmental
responsibilities, including minimizing their carbon footprint, adopting renewable energy sources, and minimizing
water usage.

3. Ethical business practices include treating employees fairly, ensuring product safety and quality, maintaining
transparency in operations and financial reporting, respecting human rights, and engaging in responsible marketing
and advertising.

4. Businesses can balance profitability and sustainability by adopting sustainable business models and practices. This
includes investing in renewable energy, reducing waste and engaging in corporate social responsibility initiatives.
 1.2 READING Skimming  Scanning  Guessing from context

PRE-READING
A. Match words or phrases in Column A with their definitions in Column B.

Column A Column B
1. sole proprietorship (n) E a) legal responsibility for something
2. enterprise (n) b) an organization or a business that has its own separate legal and financial
D
existence

3. liability (n) A c) to do something or make something happen

4. conduct (v) d) an organization that provides goods/services with the goal of earning a
C
profit
5. entity (n) B e) a business that is owned and operated by only one person
B. Lead-in questions
1. Have you ever thought of conducting a business? If yes, what would it be?
2. Name some large businesses that you know.

C. In your knowledge, put these

company types in the most likely order
of size, from the smallest (1) to the
largest (4).

private company/corporation 3
public company/corporation 4
partnership 2
sole trader/sole proprietorship 1
WHILE-READING

What is a business? Types and sizes of businesses

A. Decide which heading is the most appropriate for each paragraph.

List of headings 1. Paragraph A … vii

i. Types of businesses
ii. Examples of different types of businesses
2. Paragraph B … iv
iii. Contribution of business to the economy 3. Paragraph C … i
iv. Understanding a business 4. Paragraph D … vi
v. Writing a business plan
vi. Business sizes
5. Paragraph E … iii
vii. What is a business?
B. Read the text again and answer these questions.
1. What is the purpose of a business?
The purpose of a business is to organize some sort of economic production of goods or
services.
2. What are the main components of a business plan?

The business plan outlines the company’s goals and objectives and lists the strategies and
plans to achieve these goals and objectives.
3. How does a business define its business?
A company often defines its business by the industry in which it operates, which is a group
of similar businesses that produce or provide related goods or services.
4. What is the difference between for-profit and non-profit businesses?
For-profit businesses operate to generate profit. Non-profit businesses have a goal to
advance a certain cause without profit.
5. How are the profits and losses of a partnership recorded?
The profits and losses of a partnership are recorded on each partner’s tax return.
6. What is the term for the owners of a corporation?
Shareholders
7. How is a small business defined in terms of employee number?
Small businesses are commonly managed by one person or a small group of people with
less than 100 employees.
8. How do businesses contribute to the economy?

Businesses have significant contributions and vital role in driving economic growth and
development. Also, businesses provide products and services that can be purchased by
individuals and other companies.
POST-READING
Brainstorming: Imagine you and your group members (3-4
students) want to start a business. Brainstorm the following ideas:
- what types of business it is;
- the industry in which it operates;
- where it is located;
- whether it is a for-profit or non-profit business;
- business sizes (be specific about employees and expected annual
revenue);
- the reasons why you want to conduct this business.
After that, each group representative will present their ideas in front
of the class.
 1.3 WRITING A job offer email

LEAD-IN
A. Read the letter and answer
these questions.
1. Rearrange the paragraphs to
make a meaningful letter.

B A EC D
2. What is the purpose of this
letter?

The purpose is to offer a job

for a candidate.
B. Read the reply to the job
offer.
- decide whether the candidate
accepts or refuses the job offer.

The candidate accepts the

job offer.
- discuss how many parts there
are in the body of the letter.

There are five parts in the

body of the letter.
FUNCTIONAL LANGUAGE
Use the following phrases to complete the sentences below.

find attached sincerely appreciate full details of the benefits look forward to seeing
time and consideration via phone or email regret to inform excited to offer you

1. I …………………………………. the opportunity to be considered for this role and contribute to your team.
2. Thank you for your …………………………………., and I wish you all the best.
3. However, I …………………………………. that I must decline this job offer.
4. We are …………………………………. a full-time position as a Graphic Designer.
5. We …………………………………. how you will take our brand messaging to the next level.
6. Please …………………………………. an updated copy of the job description.
7. If you have any questions, please contact me directly ………………………………….
8. I have attached the …………………………………. we offer for you to review.
TASKS
A. Selig and Lind Solutions is a multinational electronics company. The company is looking for a new Project
Manager to form a team to conduct a survey of Selig and Lind’s customer service to retail outlets in six major
Asian countries. Write a job offer email to a successful candidate, considering the following information:
 Candidate: Emma McGonagall
 Job position: Project Manager
 Company name: Selig and Lind
 Start date: 25 August.
 Accept the offer by 15 August.
 Sender Name: Emily Harris
 Sender Job title: Head of HR
 Mail/phone: emharris@[Link]/041 246 9273
A. (suggested answer)
Dear Ms. McGonagall,
Congratulations on your offer from Selig and Lind! We are delighted to offer you the Project Manager with a start
date of 25 August.
As discussed during the interview, please find attached your detailed offer letter. If you choose to accept this offer,
please sign, scan, and email your letter to me at emharris@[Link] by the end of this week – 15 August.
Please find attached the company policies and benefits for your preference.
In the meantime, please feel free to contact me through email or by calling me directly at 041 246 9273 if you
have any questions or concerns.
We look forward to hearing from you and hope you’ll join our team!
Best regards,
Emily Harris
Head of HR
B. You are Emma McGonagall. Write an email reply to the job offer above including the following
information:
 Open an email properly.
 Formally decline the job offer.
 Consider providing a reason.
 Thank the employer.
B. (suggested answer)
Dear Ms. Harris,
Thank you for offering me the position of Project Manager at Selig and Lind. After careful consideration, I regret
to inform you that I must decline the offer.
I sincerely appreciate the time and effort invested in the interview process, and I have a great deal of respect for
your company. However, upon reflection, I have decided that this opportunity does not align with my long-term
career goals.
I apologize for any inconvenience caused by my decision, and I genuinely wish you and the team at Selig and
Lind continued success.
Thank you for your understanding.
Best regards,
Emma McGonagall
 1.4 SKILLS BANK

Sending a job offer email is one of the quickest ways to communicate important details – including some key information
such as salary, benefits, work schedule, and a few important next steps.
When sending an email to offer details, remember to use an email subject line that’s informative and catchy. You can
follow these suggestions:
 Offer from [Company name]  Your offer from [Company name]
 [Company name] Job Offer  Job offer from [Company name]
Some relevant documents that you can attach with the email:
 Job details (the job title, the start date, salary, etc.)  Deadline for accepting/declining the offer
 Compensation  Your contact details
 Benefits
A job offer email doesn’t need to be drafted by the legal department. However, many employers choose to use a job offer
email template to ensure consistency across the organization.
SUGGESTED
TEMPLATE
FOR A JOB
OFFER
EMAIL
SAMPLE EMAIL
 1.5 WORD BANK

 advance (v) /ədˈvæns/ to develop or improve

 backbone (n) /ˈbækbəʊn/ the most important part of a system, an organization,
etc. that gives it support and strength
 charitable (adj) /ˈtʃærətəbl/ connected with a charity or charities
 conduct (v) /kənˈdʌkt/ to organize and perform a particular activity
 corporation (n) /ˌkɔːrpəˈreɪʃn/ a large business company
 engage (v) /ɪnˈɡeɪdʒ/ to become involved with something
 enterprise (n) /ˈen.t̬ ɚ.praɪz/ an organization, a company, or a business
 entity (n) /ˈentəti/ an organization or a business that has its own separate legal
and financial existence
 liability (n) /ˌlaɪ.əˈbɪl.ə.t̬ i/ legal responsibility for something
 operation (n) /ˌɑːpəˈreɪʃn/ the activity or work done in a company, or in an area
of business or industry
 proprietorship (n) /prəˈpraɪətərʃɪp/ a particular legal form for a small company
 scope (n) /skəʊp/ the range of things that a subject, an organization, an activity,
etc. deals with
 sole (adj) /səʊl/ only; single
 stock (n) /stɑːk/ part of the ownership of a company that people have as an
investment in the form of shares
UNIT 2: THE ORGANIZATION OF WORK

Skills Focus

• Listening
• Speaking
 2.1 VOCABULARY The organization of work
A. Match the words and phrases (1-10) with their definitions (a-j).
1. headquarters e a) a shop that sells goods made by a particular company or of a particular type
b) the part of a company that sells the company’s products or services in a particular area
2. plant j c) a building where large quantities of goods are stored before they are sold, used, or sent
3. outlet a out to shops
d) an office in which employees provide information to its customers or sell or advertise
4. subsidiary g its products/services by phone
5. warehouse c e) the main office or main building of an organization
f) human resources – the department in a company that is in charge of employees
6. administration i g) a company that is owned or controlled by another company
7. sales office b h) research and development – the part of a business that develops new products or
improves existing ones
8. R&D h i) the part of a business that manages or organizes its activities
9. call center d j) a factory or a big building in which products are made or power is produced (using
machinery)
10. HR f
B. Complete these sentences using the words and phrases in exercise A. Make changes where necessary.
1. The new tax framework is an attempt to make our country a more attractive location for companyheadquarters
……………….
2. ………………….
HR department focuses on dealing with employees, for example, recruiting them, training them,
dealing with their problems, and managing their records.
sales offices cover the various regions of France with international offices in Frankfurt, Milan, and
3. Three ………………….
Madrid.
4. Masan is an 80%-owned………………….
subsidiary of Phuc Long Coffee and Tea.
R&D
5. …………………. allows a company to stay ahead of its competition by catering to new wants or needs in the
market.
outlets
6. Zara is one of the biggest clothing retail chains that has 152 …………………. around the world.
call center often handles customer inquiries and provides support services around the clock.
7. The ………………….
plant
8. Our company’s ………………. is well known for producing high-quality automobiles with the latest technology.
C. Match a noun from Column A with a noun from Column B to complete each of the following sentences.
recruitment procedure involves initial screening, interviews,
1. The ………………….…………………. Column A
and assessment tests to ensure the selection of highly qualified candidates. recruitment
company policy
2. Our company should review the ………………….…………………. because warehouse
customer
many employees are using personal devices and doing personal tasks during
management
working hours.
company
warehouse manager
3. We should recruit a new ………………….…………………. who is
responsible for overseeing the safety policies and ensuring timely deliveries. Column B
4. To build good customer relationships, we should have the support
customer support
……………………………….……. team that is available 24/7 to address any style
manager
urgent issues and concerns of customers.
policy
management style
5. Our CEO is well known for his ………………….…………………. of
procedure
empowerment and delegation, letting employees take the initiative in their work.
D. Discussion
Work in pairs. Make a list of adjectives to describe good qualities and bad qualities of an organization.
 2.2 LISTENING Listening for gist  Listening for details

PRE-LISTENING
A. Lead-in question
What would your ideal workplace be like?
B. Match the words and phrases (1-5) with their definitions (a-e).
1. director C a) to voluntarily leave a job or position
2. CEO b) Chief Operating Officer: the manager in an organization who is responsible for
D day-to-day operations
3. COO B c) one of the managers in charge of an activity, department, or an organization
4. parent company d) Chief Executive Officer: the highest ranked position in a company; the main
E person responsible for leading a company and providing overall direction
5. resign A e) a company that controls other subsidiary companies
WHILE-LISTENING
A. Listen to a recorded message about an internship position. Complete each gap with ONE or TWO words.

Position: Technology (1) ……………….. Intern

1. Developer
Responsibilities: Work with a team of (2) ……………….., collab on exciting (3) ………………..
Requirements: 2. professionals
• A (4) ……………….. student studying a related university degree
3. initiatives
• An understanding of programming (5) ……………….. and proficiency in more than one
programming (6) ……………….. 4. last-year
• Other skills: communication, (7) ……………….., organizational, and time-management skills.
5. concepts
Benefits:
• A monthly (8) ……………….. 6. languages
• Hands-on experience working on meaningful (9) ……………….. 7. interpersonal
• Potential career development
Applications: 8. allowance
• Résumé 9. projects
• (10) ………………..
• Relevant portfolio or project work 10. Cover letter
B. Listen to an internal presentation about an organizational structure. Complete each gap (1-14) with
ONE or TWO words.

1. COO 10. web

developer
2. Director
3. officers 11. support
engineers
4. Business
12. research
5. PR
scientists
6. salesmen
13. technical
7. Manager writer
8. accountants 14. software
9. Manager engineers
C. Listen again and answer these questions.
1. Why is the organizational structure simple now?
Because ABC is just a small company, the organization is simple.
2. When was ABC Technologies founded?
The company was founded in 2005.
3. What is the difference between the roles of the CEO and the COO at ABC?

Larry Warner – the CEO, deals with strategy and is often away at the parent company in
Singapore. David Chang – the COO, runs the business on a day-to-day basis.
4. When did Roxanne Kent join ABC? What happened to her predecessor?
Roxanne joined four months ago when the old IT manager resigned.
5. What is Evelyn’s responsibility?

She’s responsible for building our product package.

D. Match expressions in Column A with Column B to complete ways of describing responsibilities.

Column A Column B
1. He has a team of four reporting a) after finance.
2. We have Eliza Cotton – our Office Manager, who takes b) with strategy.
3. She also looks c) directly to him.
4. Larry deals d) for building our product package.
5. She’s responsible e) care of HR.

1c 2e 3a 4b 5d
POST-LISTENING
Complete the text with words in the box.
résumé portfolio university degree
cover letter interpersonal monthly allowance
Preparing for internship applications requires several important steps. First, ensure that you have a solid foundation
with a relevant (1) ……………….. that aligns with the internship position you are seeking. Next, focus on
university degree
enhancing your (2) interpersonal
……………….. skills, as they are crucial in the professional world. A well-crafted (3)
résumé highlighting your academic achievements, relevant experiences, and skills is essential to grab the
………………..
cover letter tailored to each application can showcase your
attention of employers. Additionally, a detailed (4) ………………..
portfolio of your
motivation and demonstrate why you are the right fit for the internship. Building a (5) ………………..
previous work or projects can also provide clear evidence of your abilities and creativity. Lastly, consider the
financial aspect and inquire about the (6) ……………….. or compensation offered during the internship. By paying
monthly allowance
attention to these key elements, you can increase your chances of securing a valuable internship opportunity.
 2.3 SPEAKING Socializing
LEAD-IN
A. Listen to four conversations. Choose the correct description for each one.

Conversation a) Greeting someone and talking about the weather

a
1
Conversation b) Introducing another person
d
2
Conversation c) Introducing yourself and giving information about
c
3 your company
Conversation d) Greeting someone and talking about changes
4
b
B. Listen to Conversation 1 and Conversation 2 again and complete the extracts.
Conversation 1
How
J: Good morning! (1) ………… are you
………… today…………?
…………
R: Good morning! I’m doing well, thank you. How about you?
I’m doing
J: (2) ………… ………… great
………… . Have you noticed how lovely the weather is today?
R: Absolutely! It’s such a beautiful day. The (3) ………… clear
………… sky…………
and gentle
………… wind
………… really make it enjoyable.
J: I completely agree. It puts everyone in a good mood and makes the workday more enjoyable.
R: Definitely. It’s a great way to start the day and brings positive energy to the office. Plus, it’s a refreshing change from the
recent rainy days we’ve had.
productivity
J: Absolutely. I find that a good weather day like this can boost (4) ………… …………and motivation
………… . It’s easier to stay (5)
focused…………
………… and engaged
………… when the atmosphere is so pleasant.
R: Well, I hope the weather stays this way for the rest of the week. It’s been a pleasure chatting with you. (6) ………… …………
…………
Have …………! day
a productive
J: Thank you! You are too. Let’s make the most of this beautiful day. Take care!
Conversation 2
M: Hey, Anthony! It’s great to see you again.
How
A: Hi, Maria. (1) ………… have…………
………… you been
…………?
M: I’m doing well, thanks. It feels like ages since we last met. Wasn’t it at that trade show in Paris?
A: Yes, you’re right. (2) ………… It’s
………… been…………
a while………… . So, how have things been going for you?
I’m…………
M: Things have been going well. I made a change last year and now (3) ………… working…………
in finance
………… . I really enjoy
the new role.
Congratulations
A: That’s good to hear. (4) ………… ………… ………… on the………….
transition
. By the way, I got promoted last year. I’m now the Head of
Human Resources, leading a team of 50 people.
M: Wow, that’s fantastic! You’ve made significant progress in your career.
responsibilities
A: Thank you. I’m excited about the new (5) ………… ………… …………. and challenges
.
M: Speaking of exciting news, guess what? I finally passed my driving test! It took me three attempts, but I did it.
A: Really? That’s amazing! (6) ………… ………… …………
Congratulations …………
on getting ………….
your .
license
C. Listen to Conversation 3 again and complete the chart.

Name Company’s name Main activities

Chris an outsourcing business providing companies and
Booz & Co
organizations with a wide range of services, including IT,
office equipment, travel, and even cleaning services
Katherine ACB market research

D. Listen to Conversation 4 again and answer these questions.

1. Tick the expression you hear from the recording.

I’d like to introduce you to Nina. Nice to see you again.

I’m in Marketing now. Pleasure to meet you too.
Can I introduce you to Nina? I’m sure we’ll have some great conversations.

2. Which language is Nina fluent in? a) English b) Spanish c) French d) Chinese

3. What interest do Charles and Nina share? a) swimming b) playing golf c) playing tennis d) sailing
FUNCTIONAL LANGUAGE
Put these expressions in the appropriate column.

I’d like to introduce you to ... I’m now the Head of Human I’m doing well, thanks.
Resources, leading a team of 50
people.
How have things been going for You both like / enjoy / are We have subsidiaries / branches /
you? interested in ... offices / plants in ...

The company was founded in ... We specialize in / make / I’m from ... / I’m with ... / I work for
manufacture / sell / supply ... ... (company)

Let me give you my business card. Hello, ... Great to see you again. Things have been going well.
 GREETINGS – RESPONDING INTRODUCING YOURSELF INTRODUCING SOMEONE ELSE

✓ How have things been going for ✓ I’m now the Head of Human ✓ I’d like to introduce you to ...
you? Resources, leading a team of
✓ Hello, ... Great to see you again. 50 people.
✓ I’m doing well, thanks. ✓ I’m from ... / I’m with ... / I
work for ... (company)
✓ Things have been going well.
COMMON INTERESTS TALKING ABOUT YOUR COMPANY NETWORKING

✓ You both like / enjoy / are ✓ The company was founded in ... ✓ Let me give you my business
interested in ... ✓ We specialize in / make / card.
manufacture / sell / supply ...
✓ We have subsidiaries / branches
/ offices / plants in ...
TASKS
You are attending an international business conference. In the conference, you encounter two other
individuals, and this is the first time you have met them. Look at the role cards and work in groups of three.
Student A: Student B: Student C:
You are a marketing manager for a You are an entrepreneur who You are a human resource
technology company. recently launched a startup. professional and looking for
talented individuals for your
Objectives: Objectives:
company.
- expand your professional network. - connect with potential investors.
Objectives:
- explore potential partnerships or - look for mentors who can provide
- identify potential candidates.
joint venture opportunities. guidance and financial support for
his business. - establish relationships with
professionals in related fields.

You all should

- introduce yourself and your role to the other group members.
- exchange relevant information about your professional background, current projects, and areas of interest (company name,
company main activities/area of business, department, position, etc.)
- talk about any insights, industry trends, or experiences where you can help one another.
- focus on effective communication, relationship building, and demonstrating your interest in creating meaningful professional
connections.
 2.4 SKILLS BANK

Here are some tips for socializing and networking in business contexts:
1. Be Approachable: Project a friendly and approachable demeanor by maintaining an open posture, making eye contact, and
offering a warm smile. Approachability encourages others to initiate conversations and facilitates the development of
connections.
2. Be an Active Listener: Practice active listening by giving your full attention to the person you’re speaking with. Show
genuine acknowledgment of their thoughts, ideas, and experiences. Avoid interrupting and politely ask relevant questions to
show your engagement.
3. Develop Conversational Skills: Strengthen your conversational skills by being knowledgeable about current events,
industry trends, and relevant topics. This allows you to contribute to meaningful conversations, share insights, and establish
yourself as a good communicator.
4. Exchange contact information: If you have a meaningful conversation with someone, exchange business cards or contact
information. Follow up afterward with a personalized email or LinkedIn message to express your interest in meeting them and
explore opportunities for collaboration.
5. Be authentic and professional: Be yourself and let your personality shine through. However, maintain a professional
demeanor and avoid controversial or sensitive topics that may hinder the networking experience.
 GREETINGS - RESPONDING INTRODUCING YOURSELF INTRODUCING SOMEONE ELSE
- Hi, ... How are you? - I’m from ... / I’m with ... / I work for ... - Can I introduce you to …?
- How have you been lately? (company) - I’d like to introduce you to …
- How’s everything going? - I’m in charge of ... - …, have you met … before?
- Hello, ... Great to see you again. - I’m the head of ..., leading the team of ... - This is … from …, and this is … from …
people.
- Fine, thanks.
- I work with ...
- I’m doing very well.
- I have been working at ... for ... years.
- Not too bad, thanks.
- Pleased / Pleasure to meet you.
COMMON INTERESTS TALKING ABOUT YOUR COMPANY NETWORKING
- You and ... have something in common. - Our company was founded / established in - Would you mind exchanging business cards?
- You two are both working in the same ... - Could I have your email address / phone
industry. - We have subsidiaries / branches / offices / number? I’d like to stay in touch.
- You both like / enjoy / are interested in ... plants / in ... - Let’s connect on LinkedIn. What’s your
- We specialize in / make / manufacture / profile name?
sell / supply ... - We’re very interested in expanding in
- We have a workforce of ... Europe.
- Our company has ... employees / - Do you know who could help us?
subsidiaries / branches.
 2.5 WORD BANK

✓ advancement (n) /ədˈvænsmənt/ the development or improvement of something

✓ allowance (n) /əˈlaʊəns/ money that is given regularly by an employer to pay for a particular thing
✓ coordinate (v) /kəʊˈɔːrdɪneɪt/ to organize all the different activities and people who are involved in
something so that it works effectively
✓ cover letter (n) /ˈkʌvər letər/ a letter that you send with something explaining the contents of the
document, etc. that you are sending
✓ cutting-edge (adj) /ˌkʌt̬.ɪŋˈedʒ/ very modern and with all the newest features
✓ hands-on (adj) /ˌhændz ˈɑːn/ directly involved in making decisions about the way in which things
should be done
✓ initiative (n) /ɪˈnɪʃətɪv/ a new plan or action to improve something or solve a problem
✓ internship (n) /ˈɪntɜːrnʃɪp/ a period during which someone works for a company or
organization to get experience in a particular type of work
✓ interpersonal (adj) /ˌɪntərˈpɜːrsənl/ connected with relationships between people
✓ portfolio (n) /pɔːrtˈfəʊliəʊ/ a collection of drawings, documents, etc. that represent a
person's, especially an artist's, work
✓ predecessor (n) /ˈpriːdəsesə(r)/ a person who did a job before somebody else
✓ proficiency (n) /prəˈfɪʃnsi/ great skill, ability, and experience
✓ recruitment (n) /rɪˈkruːtmənt/ the process of employing new people to work for an
organization
✓ technical (adj) /ˈteknɪkl/ relating to the knowledge used in a particular subject or type
of work
UNIT 3: GETTING THE WORK DONE

Skills Focus

• Reading
• Writing
 3.1 VOCABULARY Getting the work done
A. Match these words with their meanings.
1. productivity e a) the reason or reasons one has for acting or behaving in a particular way
2. efficiency c b) the amount of confidence and enthusiasm, etc. that a person or a group has at a
3. morale b particular time
4. output f c) the ability to do something or produce something without wasting materials, time, or
5. motivation a energy
6. prioritization d d) the act of putting tasks, problems, etc. in order of importance, so that you can deal with
the most important first
e) the rate at which goods are produced or work is completed
f) the amount of something that a person, a machine or an organization produces
B. Combine words from Box A with words from Box B to make word partnerships. Use the definitions below
to help you.

A self- goal financial time job paid belonging intrinsic

B setting motivation rewards needs holidays blocking security actualization

1. the act of doing something for the inherent satisfaction of the activity rather than the desire for a reward - intrinsic
motivation
2. the process of defining specific, measurable, achievable, relevant, and time-bound objectives goal setting
3. the assurance an employee has that they can continue working their current job for the foreseeable future job security
4. monetary incentives that an employee earns as a result of good performance financial rewards
5. the fact of using your skills and abilities and achieving as much as you can possibly achieve self-actualization
6. days that employees get off from work and still get paid for paid holidays
7. the desire for social relationships and being accepted by one’s colleagues belonging needs
8. the process of dividing your day into blocks of time for specific tasks time blocking
C. Complete the sentences with words from Exercises A and B.
1. Zero-hours contracts offer workers little or no ………………
job security.
2. ……………… play an important role in the work-life balance of employees.
Paid holidays
time blocking
3. Implementing ……………… can help you create a clear roadmap of what needs to be done and when.
4. When you pursue an activity for the pure enjoyment of it, you are doing so because of ……………… .
intrinsic motivation
5. Studies have found that recognition, autonomy, and opportunities for growth and development can be just as
important as ……………… in job satisfaction.
financial rewards
goal settingrequires not only defining the desired outcome but also breaking it down into smaller,
6. Successful ………………
actionable steps.
Self-actualization
7. ……………… involves the pursuit of excellence and enjoyment; whichever people choose to desire and
emphasize.
8. Human beings are social creatures by nature, and satisfying their ……………… is crucial for their overall well-
belonging needs
being and mental health.
D. Discussion
Work in pairs and discuss these questions.
1. What are some common obstacles that people face
when trying to get work done?
2. How can you stay motivated when working on a
project?
3. How can you ensure that you’re delivering high-quality
work that meets expectations?
4. What are some best practices for setting goals and
tracking your progress?
5. How can you manage stress when working on a
demanding project?
 procrastination,
1. Some common obstacles that people face when trying to get work done include
lack of focus, distractions, lack of time management skills, and being
incompetent.

2. To stay motivated when working on a project, you can

✓ break it down into smaller tasks
✓ set clear goals
✓ reward yourself for completing milestones
✓ find inspiration or motivation from others
✓ create a supportive work environment
✓ remind yourself of the purpose and benefits of the project
3. To ensure that you're delivering high-quality work that meets expectations, you can
✓ establish clear objectives and requirements
✓ conduct thorough research and analysis
✓ seek feedback and input from others
✓ pay attention to details
✓ double-check your work for errors
✓ continuously strive for improvement

4. Best practices for setting goals and tracking progress include

✓ setting specific, measurable, achievable, relevant, and time-bound goals
✓ breaking goals down into smaller milestones
✓ creating a timeline or schedule
✓ regularly reviewing and adjusting goals
✓ tracking your progress using tools or techniques like to-do lists or project management software
✓ celebrating achievements along the way.
5. To manage stress when working on a demanding project, you can

✓ prioritize tasks and focus on the most important ones first

✓ practice effective time management
✓ take breaks and engage in activities that help you relax and recharge
✓ practice stress-reducing techniques like deep breathing or meditation
✓ seek support from colleagues or mentors
✓ maintain a healthy work-life balance
✓ remind yourself of the bigger picture and the value of your work
 3.2 READING Skimming  Scanning  Guessing from context

PRE-READING
A. Do you agree or disagree with the following
statements? Why?
1. People dislike work and avoid it if they can.
2. Work is necessary for people’s psychological well-being.
3. People avoid responsibility and would rather be told what
to do.
4. People only turn up to work for the pay.
5. People try to be better at their jobs, from which they can
get significant personal satisfaction.
B. Match these words with their meanings.

1. subsistence b a) believing that people should obey authority and rules, even when these are
2. autocratic d unfair, and even if it means that they lose their personal freedom
3. authoritarian a b) the state of having just enough money or food to stay alive
4. decentralization e c) thinking that you are better or more important than anyone else
5. commitment g d) having complete power; involving rule by somebody who has complete power
6. delegation f e) the act or process of giving some of the power of a central government,
7. egoistic c organization, etc. to smaller parts or organizations around the country
f) the process of giving somebody work or responsibilities that would usually be
yours
g) the desire to work hard and give your energy and time to a job or an activity
WHILE-READING
McGregor’s Theory X and Theory Y
A. Decide whether these statements are True (T) or False (F).
1. Theory X assumes that managerial motivation and control should
follow a traditional approach. T
2. Theory X describes employees as unskilled workers who need strict
supervision and should be managed through threats of punishment and
strict control. T
3. Theory Y states that people are inherently unreliable and lazy. F
4. Theory Y emphasizes the satisfaction of workers’ needs and relies
much on authority as a means of command and control. F
5. Theory Y recognizes that workers can exercise self-direction and
self-control in pursuing goals they are committed to. T
B. Answer these questions.
1. According to Theory X, what kinds of employees’ needs do managers satisfy?
Physiological and safety needs
2. How does Theory Y differ from Theory X in terms of human nature?
This theory assumes that people are not unreliable and lazy by nature
3. When does the ‘carrot and stick’ theory of motivation work well?
When individual is struggling for subsistence
4. According to theory X, how should people be managed?

Threats of punishment and strict control

5. What are some ways management can control individuals according to McGregor?

Threats of punishment and strict control, decentralization and delegation, job enlargement,
participation and consultative management, and management by objectives
POST-READING
Discuss these questions.
1. How can understanding different
management types help improve leadership
skills?
2. Can you think of any real-life examples of
organizations that practice Theory Y
management?
3. How do these management styles influence
employees’ success?
 3.3 WRITING Letters of inquiry

LEAD-IN
Read the three samples below
and underline three phrases
used to make inquiries.
(1) Opening: Tell your ✓ Our company is a subsidiary of Universal Business Machines and we specialize in …
FUNCTIONAL LANGUAGE
supplier what sort of
Complete the table✓using
firm you are. We are
theone of the main
following producers of industrial chemicals in Germany and we are interested in …
phrases.
(2) Asking for ✓ Could you please send your current catalog and price list for exhibition stands?
catalogs, price lists, ✓ We are particularly interested in furniture display stands.
and prospectus ✓ I would appreciate your sending me an up-to-date price list for your building materials.
✓ I would appreciate more details about the communication system which you are advertising on
(3) Asking for details Gramplan Television.
✓ Could you please give me more information about course BL 362 which appears in the language
learning section of your summer prospectus?
(4) Asking for ✓ When replying, could you please enclose a pattern card?
samples, patterns, ✓ We would also appreciate it if you could send some samples of the material so that we can examine
and demonstrations the texture and quality.
(5) Suggesting terms, ✓ We intend to place a substantial order and would therefore like to know what quality discount
methods of payment, you allow.
and discount policy ✓ Could you let us know if you allow cash or trade discount?
✓ We would be grateful for an early reply.
(6) Closing ✓ If the product is satisfactory, we will place further orders with you in the future.
✓ Thank you for your attention. We hope to hear from you in the near future.
TASKS
Write an inquiry.
You are Mr. Keith Liekerman, Marketing Manager of Vegetables Supreme. From the notes below, write a letter of
inquiry to Mr. Fidel Englebert asking for the price list and some details about the product.

Notes:
- paragraph 1: saying who you are & showing your interest in purchasing and selling organic vegetables.
- paragraph 2: inquiring some details about the product (where the vegetables are grown and how to ensure that
they are organically grown & providing regular supply of vegetables delivered fresh every day).
- paragraph 3: asking for the price list.
- paragraph 4: closing the letter.
(suggested answer – version 1)

Dear Mr. Englebert,

I am Keith Liekerman, Marketing Manager of Vegetables Supreme. We are interested in purchasing and selling
your product, organic vegetables, in our grocery store.

We would like to inquire some details about your product:

1. Where are the vegetables grown and how do you ensure that they are organically grown?

2. Would you be able to provide a regular supply of vegetables delivered fresh everyday?

Could you please send me the an up-to-date price list of your organic vegetables as well?

We would be grateful for an early reply.

Best regards,

Keith Liekerman
Dear Mr. Englebert, (suggested answer – version 2)

I am Keith Liekerman, the Marketing Manager of Vegetables Supreme. Our grocery store is highly interested in
purchasing and selling your exceptional product, organic vegetables. Before we proceed, I would like to inquire
about a few important details.

To begin, could you please inform us about the location where the vegetables are grown and the measures taken to
ensure that they are organically grown? Following from that, we would like to know if you have the capability to
provide a consistent supply of fresh vegetables on a daily basis.

Besides, it would be greatly appreciated if you could share an up-to-date price list of your organic vegetables.

We eagerly await your prompt response.

Yours sincerely,

Keith Liekerman
 3.4 SKILLS BANK

A business inquiry is a formal request for information from an organization. Some of the reasons you may want to
send a business inquiry email include:
• Asking for a catalog, pricing, or information on a product
• Requesting details of a service
• Wanting a product sample
• Asking for the availability of space, e.g., at a hotel or exhibition.
A professional business inquiry follows a traditional format that clearly spells out what you want. There are five
key aspects to it:
1. Email subject for inquiry
2. Greeting
3. Body
4. Closing
5. Sign-off/signature
Bear in mind that
1. Tailor the message
People in business are under pressure, and so the quicker you can get to the point and more specific you can be, the more likely
you are to receive a reply.
As we’ve explained above, business inquiries are formal communication, so be polite and professional rather than attempt to
be friendly.
2. Explain who you are
When writing a business inquiry email or request for information, who you are matters. Don’t jump into your request straight
away. Instead, tell the reader who you are.
This provides the reader with an understanding of the person they are communicating with and why they should take you
seriously.
3. Be clear about what you want, when, and why
Researchers have found that email senders overestimate how quickly senders expect responses. Business inquiry emails sent
outside of working hours can feel more urgent, creating pressure to reply that can cause stress.
The key takeaway is when sending a business inquiry email, be clear about the information you are requesting, when you need
it, and crucially why.
4. Check it (then check it again)
Accuracy is essential when writing a business email, so ensure you review and refine your messages before sending them. If
you’re sending multiple emails simultaneously, double-check the critical information, such as the recipient’s name and their
organization.
Sample
 3.5 WORD BANK

✓ authoritarian (adj) /ɔːˌθɒrɪˈteəriən/ believing that people should obey authority

and rules, even when these are unfair, and even if it means that they lose their
personal freedom
✓ autocratic (adj) /ˌɔːtəˈkrætɪk/ having complete power; involving rule by
somebody who has complete power
✓ command (n) /kəˈmɑːnd/ an order given to a person
✓ commitment (n) /kəˈmɪtmənt/ a promise to do something or to behave in a
particular way
✓ control (n) /kənˈtrəʊl/ the power to make decisions about how a country, an
area, an organization, etc. is run
✓ decentralization (n) /ˌdiːˌsentrəlaɪˈzeɪʃn/ the act or process of giving some of the
power of a central government, organization, etc. to smaller parts or
organizations around the country
✓ delegation (n) /ˌdelɪˈɡeɪʃn/ a group of people who represent the views of an
organization, a country
✓ egoistic (adj) /ˌiːɡəʊˈɪstɪk/ thinking that you are better or more important than
anyone else
✓ enlargement (n) /ɪnˈlɑːdʒmənt/ the process or result of something becoming or
being made larger
✓ physiological (adj) /ˌfɪziəˈlɒdʒɪkl/ connected with the scientific study of the
normal functions of living things
✓ self-direction (n) /self dəˈrekʃn/ the ability to make your own decisions and
organize your own work rather than being told what to do by other people
✓ subordinate (n) /səˈbɔːdɪnət/ a person who has a position with less authority and
power than somebody else in an organization
✓ subsistence (n) /səbˈsɪstəns/ the state of having just enough money or food to
stay alive
✓ unleash (v) /ʌnˈliːʃ/ to suddenly let a strong force, emotion, etc. be felt or have
an effect
UNIT 4: THE WORLD OF TECHNOLOGY

Skills Focus

• Listening
• Speaking
 4.1 VOCABULARY The world of technology
A. Combine words from Box A with words from Box B to make word partnerships.
A wireless real- simultaneous voice sensor neat artificial digital
B features technology recognition intelligence time earphones translation business

1. processing and transmitting information instantly - real-time

2. a form of translation in which the interpreter translates into the target language as quickly as possible while the speaker is still
speaking in the source language simultaneous translation
3. a technology that uses sensors to acquire information by detecting the physical, chemical, or biological property quantities and
convert them into readable signal sensor technology
4. the simulation of human intelligence processes by machines, especially computer systems artificial intelligence
5. the process of applying digital technology to reinvent business models and transform a company’s products and customer
experiences digital business
wireless
6. a type of audio device that allows users to listen to music or audio without the need for physical wires earphones
7. the ability of a machine or program to receive and interpret dictation or to understand and perform spoken commands
8. impressive qualities of a product or service neat features voice recognition
B. Choose the correct answer.
1. AI stands for artificial …………………

a) intellect b) intelligence c) interest d) imagination

2. Phones, tablets and laptops are digital …………………

a) instruments b) materials c) devices d) services

3. Somebody who is good at using technology can be described as …………………

a) tech-savvy b) tech-clever c) tech-intelligent d) high-tech

4. ChatGPT is a …………………

a) company b) chatbot c) computer d) robot

5. You can download mobile apps on your phone or tablet. ‘App’ is short for …………………

a) approach b) apparatus c) application d) appliance

C. Complete the sentences with word partnerships from Exercises A and B.
ChatGPT is a natural language processing tool driven by AI technology that allows you to have human-
1. …………………
like conversations.
2. The …………………
simultaneousfeature
translation
on my phone has been a lifesaver when traveling abroad.
3. The …………………
voice recognition
technology in my car allows me to make hands-free calls and send text messages while
driving.
4. Some …………………
neat featuresof the new smartphone include facial recognition, wireless charging, and a high-quality
camera.
5. …………………
Artificial intelligence
is the simulation of human intelligence processes by computer systems.
Sensor technology
6. ………………… is a technology that detects and responds to some type of input from the physical environment.
………………… data processing is essential for many applications, such as stock trading and weather
7. Real-time
forecasting.
D. Discussion
Work in pairs and discuss these questions.
1. What technology of the future are you most looking forward to?
2. How do you think technology will improve our lives in the future?
3. Do you think AI will affect your job? Why or why not?
1. I am most looking forward to the development of advanced AI systems
that can improve decision-making, problem-solving, and communication
across various industries.

2. Technology will improve our lives in the future by enhancing our ability
to access information, connect with others, and automate repetitive tasks,
leading to increased efficiency, productivity, and overall quality of life.

3. Yes, AI will likely affect my job, as it will automate many tasks and
processes, leading to the need for more specialized roles that focus on
managing and maintaining AI systems, as well as developing new
applications and solutions.
 4.2 LISTENING Listening for gist  Listening for details
PRE-LISTENING
A. In pairs, discuss these questions.
1. What are the benefits of using computers in business research?
2. What are some challenges associated with using computers in business research?
B. Match these words with their meanings.
1. census a) a situation in which a particular set of conditions is created artificially in order to
B study or experience something that could exist in reality
2. stakeholder D b) the process of officially counting something, and recording various facts
3. track F c) to use machines and computers instead of people to do a job or task
4. centralize d) a person or company that is involved in a particular organization, especially
E because they have invested money in it
5. automate C e) to give the control of an organization to a group of people in one particular place
6. simulation A f) to follow the progress or development of something
WHILE-LISTENING
A. Listen to the first part about ‘The importance of computers in research and development’ and fill in
each blank with ONE word.
Computers have become an integral part of research and development in many industries. They can help speed up
process
the research (1) ………………… data
by organizing and storing (2) …………………, running simulations, and
analyze
helping to (3) ………………… results. They can also be used to develop new (4) …………………
products and
processes, and to test and improve existing ones. In many cases, research and development would not be possible
without computers.
conduct research on industry trends, patents, trademarks, potential
Businesses can use computers to (5) …………………
clients, and (6) …………………
competitors by using search engines and proprietary databases. Graphics, video, and audio
production on computers.
are all currently used in media (7) …………………
B. Listen to the second part about ‘What is the role of computers in development?’ and answer these
questions.
1. What is one of the most important role of computers in development?
Data storage
2. What sources can be used to collect data?
Surveys, censuses, and satellite imagery
3. In development projects, who can computers be used to communicate with?
Stakeholders
4. How can computers identify problems and potential areas for improvement?
By tracking progress and collecting data
5. Why has data sharing become much easier in recent years?

Because of the simple link between two computer systems

C. Listen to the last part about ‘The benefits of social computing in the workplace’ and decide whether
these statements are True (T) or False (F).
1. Social computing can enhance face-to-face interactions in the workplace. 1. T
2. Twitter, Facebook, LinkedIn, and Google+ are examples of social networking sites. 2. T
3. Social computing can reduce workplace collaboration and communication skills.
3. F
4. Employees can increase their efficiency by connecting with others through social computing.
4. T
5. Social computing can increase the amount of time employees spend working on their own.
5. F
POST-LISTENING
Discuss these questions.
1. How can social
computing be used to
increase efficiency and
productivity in the
workplace?
2. How can social
networking sites improve
communication and
collaboration in the
workplace?
 4.3 SPEAKING Talking on the telephone
LEAD-IN
A. Listen to two telephone calls and fill in the table with the information you hear.

Telephone call The purpose of the call The result of the call
to change the next Wednesday at 2pm
1 appointment time

to arrange a different - a flight that departs tomorrow at 10am

2 flight and to book a
room at another and arrives in Tokyo at 3pm
hotel - a room at the Marina Bay Sands Hotel
B. Listen to the first call again and complete this extract.

Vincent: Hi, Tracy. (1) …………How ………… are you

…………doing…………?
Tracy: Hi, Vincent. I’m doing well, (2) ………… thanks
………… for asking
………… . How about you?
Vincent: I’m good too, thank you. (3) ………… I’m calling
………… because I (4) ………… I won’t be able
………… …………
………… make our appointment tomorrow.
Tracy: Oh, really? What happened?
I’m sorry
Vincent: Unfortunately, I have to attend an urgent meeting with my manager tomorrow. (5) ………… …………
for the inconvenience.
Tracy: No worries. Is there any other day that works for you?
How about
Vincent: (6) ………… ………… next Wednesday at 2pm?
Tracy: (7) …………That’s ………… …………
fine for me………… .Thanks for letting me know.
Vincent: You’re welcome. I’ll send you an email to confirm the new date and time.
Tracy: Sounds good. Thanks again.
Vincent: No problem. Have a great day!
C. Listen to the second call again and complete this extract.
Rick: Hi, Rick speaking.
Jennifer: Hello, Rick. (1) ………… It’s me
…………, Jennifer. I’m currently on a business trip to Singapore and I need to stay an extra day.
Unfortunately, my hotel is full. (2) …………Can
…………you help
………… me………… arrange a different flight and a night at another hotel?
Rick: Oh, I’m sorry to hear that. Let me check what I can do for you. Can you please give me your (3) ………… …………
…………?
Jennifer: Sure, it’s XYZ123.
booking reference number
Rick: Thank you. I see that your original flight is fully booked. However, I can arrange a different flight for you that departs tomorrow
at 10am and arrives in Tokyo at 3pm. You will have to take a connecting flight from Tokyo to your final destination. (4) …………
………… Is that
…………okay………… with you…………?
What about
Jennifer: Yes, that works for me. (5) ………… ………… the hotel?
Rick: I have found a room for you at the Marina Bay Sands Hotel. It’s a 5-star hotel located near the airport. The room rate is $200 per
night. Would you like me to book it for you?
That sounds
Jennifer: Yes, please. (6) ………… …………great
………… .
Rick: Alright, I have made the necessary arrangements. You will receive an email with your new flight details and hotel reservation. Is
there anything else I can help you with?
Thank
Jennifer: No, that’s all. (7) ………… …………you…………
so much
………… for your help.
Rick: You’re welcome. Have a safe trip!
FUNCTIONAL LANGUAGE
Put these expressions in the appropriate column.

Good. I’ll see you on the

That’s great, I’ll see you … Good morning, Bob. Could we fix another time?
8th.
Could we meet on Monday How / What about June
That’s fine / OK for me. The reason I’m calling is …
at 11:00? 12th?
We’ve got an appointment I’m sorry. I can’t make it on
I’d like to speak to Martin,
for 10 o’clock, but I’m afraid I’m calling about … Tuesday. I’ve got something
please.
something’s come up. on that morning.
Could I have the sales
This is Jonathan. Is 10.00 convenient / OK? Jennifer speaking.
department, please?
Good morning, Manor Care,
Sorry, I can’t make it then. Right. / OK, then. Thank you. Goodbye.
Inc.
 ANSWERING THE PHONE IDENTIFYING YOURSELF MAKING CONTACT STATING YOUR PURPOSE

 Good morning,  This is Jonathan.  I’d like to speak to  I’m calling about …
Manor Care, Inc.  Jennifer speaking. Martin, please.  The reason I’m
 Good morning, Bob.  Could I have the sales calling is …
department, please?

CHANGING ARRANGEMENTS MAKING ARRANGEMENTS RESPONDING CLOSING

 We’ve got an  Could we meet on  Sorry, I can’t make it  Good. I’ll see you on
appointment for 10 Monday at 11:00? then. the 8th.
o’clock, but I’m afraid  Is 10.00 convenient /  That’s fine / OK for me.  That’s great, I’ll see
something’s come up. OK? you …
 Could we fix another  How / What about  Right. / OK, then.
time? June 12th?  Thank you. Goodbye.
 I’m sorry. I can’t make
it on Tuesday. I’ve got
something on that
morning.
 Student A Student B
You need to telephone a potential client to reschedule a meeting. You work as a receptionist at a prestigious law firm. The lawyer your
You had planned to meet them for lunch, but an urgent matter has client wants to meet is currently with another client. Answer the
Situation 1

TASKS
come up and you cannot make it. Telephone the client’s office and telephone and take a message from the client, noting their request to
Work in them
inform pairsabout
and the
rolechange
play of
these
[Link]
Maketelephone situations.
sure to apologize reschedule the meeting.
and suggest an alternative time for the meeting.

You need to telephone a supplier to inquire about the delivery of You work as a customer service representative at a manufacturing
an important order. The delivery was scheduled for today, but it has company. Your colleague, who handles the supplier relationships, is
Situation 2

not arrived yet. Telephone the supplier’s office and express your currently unavailable. Answer the telephone and take a message from
concern about the delay. Request an update on the delivery and the customer, noting their concern about the delayed delivery.
apologize for any inconvenience caused.

You need to telephone a colleague to discuss a project deadline You work as a team leader in a marketing agency. Your colleague, who is
extension. Due to unforeseen circumstances, you won’t be able to responsible for a crucial task in a project, is in a meeting with a client.
Situation 3

complete your part of the project on time. Telephone your Answer the telephone and take a message from your colleague, noting
colleague’s office and explain the situation, requesting an their request for a deadline extension.
extension. Apologize for any inconvenience caused and propose a
new deadline.
 4.4 SKILLS BANK

When making arrangements over the telephone, it is essential to communicate effectively, convey your message
clearly, and maintain a polite and professional tone. Here are some helpful notes to guide you through the
process:
1. Introduction
 Start the conversation by greeting the person on the other end of the line.
 Introduce yourself by providing your name and the purpose of your call.
 Example: ‘Hello, this is [Your Name]. I am calling to make arrangements for [specific purpose].’
2. Be clear and concise
 Clearly state the purpose of your call and what you are trying to arrange.
 Provide specific details such as date, time, location, and any additional requirements.
 Use simple and straightforward language to ensure your message is easily understood.
3. Active listening
 Pay attention to the person’s responses and take notes if necessary.
 Repeat important details back to confirm understanding and avoid misunderstandings.
 Ask for clarification if you are unsure about any information provided.
4. Polite and courteous language
 Use polite phrases such as ‘please’, ‘thank you’, and ‘excuse me’ to show respect.
 Maintain a friendly and positive tone throughout the conversation.
 Avoid interrupting the other person and give them enough time to respond.
5. Confirming and reconfirming
 Summarize the arrangement details at the end of the conversation to ensure clarity.
 Ask the person if the details you have provided are correct and if there is anything else they need.
 Offer your contact information in case there are any changes or further communication required.
6. Taking notes
 Have a pen and paper ready to jot down important information or instructions.
 Organize your notes clearly to refer back to them when needed.
 Make a note of any follow-up actions or tasks you need to complete after the call.
7. Ending the call
 Thank the person for their time and assistance.
 End the conversation with a polite farewell.
Example: ‘Thank you for your help. Have a great day!’
 4.5 WORD BANK

 adjustment (n) /əˈdʒʌstmənt/ a small change made to something in order to

correct or improve it
 automate (v) /ˈɔːtəmeɪt/ to use machines and computers instead of people to do
a job or task
 belonging (n) /bɪˈlɒŋɪŋ/ the feeling of being comfortable and happy in a
particular situation or with a particular group of people, and being treated as a
full member of the group
 cencus (n) /ˈsensəs/ the process of officially counting something, especially a
country’s population, and recording various facts
 centralize (v) /ˈsentrəlaɪz/ to give the control of an organization to a group of
people in one particular place
 collaboration (n) /kəˌlæbəˈreɪʃn/ the act of working with another person or
group of people to create or produce something
 corporate (adj) /ˈkɔːpərət/ connected with a large business company
 efficiency (n) /ɪˈfɪʃnsi/ the quality of doing something well with no waste of
time or money
 inventory (n) /ˈɪnvəntri/ a written list of all the objects, furniture, etc. in a
particular building
 patent (n) /ˈpætnt/ an official right to be the only person to make, use or sell a
product or an invention; a document that proves this
 productivity (n) /ˌprɒdʌkˈtɪvəti/ the rate at which a worker, a company or a country
produces goods, and the amount produced, compared with how much time, work and
money is needed to produce them
 simulation (n) /ˌsɪmjuˈleɪʃn/ a situation in which a particular set of conditions is
created artificially in order to study or experience something that could exist in
reality
 stakeholder (n) /ˈsteɪkhəʊldə(r)/ a person or company that is involved in a particular
organization, project, system, etc., especially because they have invested money in it
 track (v) /træk/ to follow the progress or development of something
 trademark (n) /ˈtreɪdmɑːk/ a name, symbol or design that a company uses for its
products and that cannot be used by anyone else
 utilize (v) /ˈjuːtəlaɪz/ to use something, especially for a practical purpose
UNIT 5: PEOPLE AND MARKETS

Skills Focus

• Reading
• Writing
 5.1 VOCABULARY People and markets
A. Match these word partnerships with their meanings.
1. leader d
M a) the process of dividing a broader market into distinct subgroups based on specific
characteristics, needs, or behaviors
2. challenger b b) a company or brand that actively and aggressively seeks to challenge the market leader’s
A 3. follower h position
c) a situation in which a product or service has reached its maximum potential within a specific
R 4. nicher i market
5 segmentation a d) a company or brand that holds the largest market share in a particular industry or market
K 6. positioning e
segment
e) the process of establishing an image or identity for a product or brand in the minds of consumers

E 7. skimming g f) the process of gathering and analyzing information about a target market or industry
8. saturation c g) a pricing strategy used by businesses to set high initial prices for new products or services

T 9. research f
h) a company or brand that chooses not to compete forcefully with the market leader but instead
follows their strategies and actions
i) a company or brand that targets a specific, smaller segment of the market
ACombine words
B. from Box
affiliate A with words
customer price from
brandBoxmarketing
B to make word partnerships.
demand Use thedistribution
churn sales definitions (1-9)
below to help you.
B elasticity stretching marketing representative channel retention collateral rate generation
1. a marketing strategy where a company uses its existing brand name to enter new product categories or target new
market segments - brand stretching
2. a series of intermediaries, such as wholesalers, distributors, retailers, and online marketplaces, who facilitate the
movement of goods or services from the point of production to the point of consumption distribution channel
3. the responsiveness or sensitivity of consumer demand for a product or service to changes in its priceprice elasticity
4. an individual or a team of professionals who are responsible for representing a company’s products or services to
potential customers sales representative
5. the process of creating and nurturing interest in a company’s products or services in order to generate demand and
ultimately drive sales demand generation
6. any digital or printed material used to communicate or promote a company’s brand message, products, collateral
marketing or services
7. a company’s ability to turn customers into repeat buyers and prevent them from switchingcustomer
to a competitor
retention
8. the percentage of customers who stop using a product or service over a specific period of time churn rate
9. a performance-based marketing strategy where businesses reward individuals or other businesses for each
customer they bring in through their own marketing efforts affiliate marketing
C. Complete these sentences with word partnerships from Exercises A and B.
1. Common …………………………………..
market segmentation criteria include demographics, psychographics, geographic location,
and behavior patterns.
2. Effective communication, persuasion skills, and product knowledge are essential for success as a
sales representative
…………………………………..
3. The goal of …………………………………..
demand generation is to create a steady flow of qualified leads for the sales team to
convert into customers.
Market positioning
4. ………………………………….. is crucial as it helps differentiate a brand from others, creates a unique place
for it in the market, and ultimately influences consumer preferences and purchase decisions.
5. Lack of personalized communication, rewards programs, excellent customer service, and ongoing customer
churn rate
support may lead to a high …………………………………..
market skimming
6. The aim of ………………………………….. is to maximize profits by targeting customers who are willing to
pay a premium for the product’s unique features or benefits.
 Brand stretching
7. ………………………………….. requires careful consideration to ensure that the new product or market aligns
with your own value system, positioning, and customer expectations.
8. A good …………………………………..
distribution channel help companies effectively manage inventory, reduce costs, and
provide value-added services such as packaging, promotion, and after-sales support.
9. There are various forms of …………………………………..,
marketing collateral including brochures, flyers, product catalogs, sales
presentations, case studies, white papers, infographics, videos, social media posts, and more.
10. …………………………………..
Customer retention is crucial for businesses as it leads to increased customer loyalty, repeat
purchases, positive word-of-mouth, and long-term profitability.
11. Often, increased competition among existing players and the need to sustain growth may arise as a result of
market saturation
………………………………….., prompting companies to explore new markets or develop innovative strategies.
Affiliate marketing
12. ………………………………….. is widely used in e-commerce and becomes a popular way for individuals and
businesses to generate income online.
D. Discussion
In groups, discuss the
advantages and
disadvantages of social
media marketing and
traditional advertising
methods. Use specific
reasons and some word
partnerships you have
learned to support your
argument.
 5.2 READING Skimming  Scanning  Guessing from context

PRE-READING
Discuss these questions.
1. Here are four definitions of marketing. Which do you prefer? Why?
Selling means you sell what you make; marketing means you make what you can sell.
Marketing means the right product, in the right place, at the right price, and at the right time.
Marketing means identifying customers, defining and developing the products or services
they want, and making and distributing them.
Marketing means anticipating and creating needs: producing useful things customers didn’t
know they wanted until you produced them.
2. Do you think a business can succeed without marketing? Why or why not?
WHILE-READING
How marketing is being reborn in the digital age
by Steve Denning
A. Match these adjectives with their meanings. Use a dictionary to help you if necessary.

1. intangible c a) happening or existing at the same time

2. interruptive g b) growing rapidly or at an increasingly fast
3. incremental d rate
4. exponential b c) not capable of being perceived by the senses
5. authentic f d) increasing or adding on in small amounts
6. immersive e e) referring to an experience that deeply
7. synchronous a involves the participant
f) known to be real and what somebody claims
it is and not a copy
g) causing a pause or distraction to a process or
activity
B. Read the first three paragraphs of the article and answer these questions.

1. What did Peter Drucker declare as two basic functions of an organization?

Marketing and innovation

2. In the past, how did business owners often perceive marketing?

As an expense rather than an investment

3. Previously, what did marketing use to make customers buy products or services?

Interruptive, repetitive, and annoying ads

4. What positive impact does digital technology have on marketing, according to Jeff Rosenblum?

The ability to create exponential benefits, not just incremental sales gains
C. Read the rest of the article again and decide whether these statements are True (T) or False (F).
1. Maximizing shareholder value is crucial in marketing. F
2. Prioritizing the customer can help in creating inspiring content and meaningful experiences. T
3. Embracing transparency requires a fundamental shift in corporate behavior and culture. T
4. Brands should prioritize external messaging before focusing on purpose, behavior, and culture. F
5. Traditional advertising is more effective than promoting messages through understanding customer needs. F
6. Effective advertising focuses on improving customers’ lives in small ways. T
7. Interruptive advertising effectively guides customers through the sales funnel. F
8. Shifting messaging to immersive content can be essential for success in marketing. T
9. The revolution in communication is solely about one-way communication. F
10. In the revolution of communication, consumers do not have a voice. Therefore, brands should not listen to
their feedback. F
POST-READING
In pairs, discuss these questions.
1. How has social media marketing impacted
businesses in the digital age?
2. How can businesses optimize their social
media marketing to engage and attract
customers?
3. How can companies effectively measure the
success of their digital marketing efforts?
 5.3 WRITING An invitation letter
LEAD-IN
A. Read the following letter and answer
these questions.
1. Why is this letter written?
To invite the recipient to the launch of a new product
2. What is the recipient expected to do after
reading this letter?
Reply if they can attend or not attend the launch
3. The paragraphs of the letter are in the
wrong order. What is the correct order?

B D A C
B. Read the two letters of reply.
- decide which one is for accepting an
invitation, which one is for declining an
invitation

Letter B is for accepting an

invitation.
Letter A is for declining an
invitation.
- discuss how many parts there are in
the body of each letter
There are 3 parts in the body of
each letter.
- tell the similarities and differences between the two letters

✓ Similarities: The first paragraph of both letters is for acknowledging the invitation / giving
thanks for the invitation. The last paragraph of both letters is for reiterating the thanks.
✓ Differences: The second paragraph of letter B is for confirming the attendance while the
second paragraph of letter A is for giving some sort of an excuse, expressing your regret,
and offering an alternative (optional).
FUNCTIONAL LANGUAGE
A. Use the following phrases to complete the sentences below, which are for making an invitation.

would like to Would you like to would like you to

How about writing to invite you Why don’t you

1. ….................…................. getting together for a delightful lunch this coming Sunday?

2. We are organizing a charity event to support underprivileged children in need of education and healthcare and
….................…................. take part, if you can.
3. ….................…................. attend the grand opening of our new art gallery?
4. I’m ….................…................. to the annual gala event that our organization is hosting next month.
5. ….................…................. come to our business networking event tomorrow so that we can connect,
collaborate, and explore potential opportunities together?
6. I ….................…................. invite you to present an award at our awards ceremony in December this year.
B. Use the following phrases to complete the sentences below. Decide which one you might see in a letter of
accepting or declining an invitation.

I’m afraid I’m very grateful I’m sorry to tell

It’s very kind of you I’ll be happy to see I’m delighted to accept

1. ….................…................. I won’t be able to attend the event as I have a prior commitment.

2. ….................…................. the invitation and I’m looking forward to the event.
3. ….................…................. you that I won’t be able to make it to the gathering due to a scheduling conflict.
4. ….................…................. you at the party and I’m excited about catching up.
5. ….................…................. to you for the invitation and I appreciate your thoughtfulness.
6. ….................…................. to invite me to your celebration and I would be honored to be a part of it.

1. Declining 2. Accepting 3. Declining 4. Accepting 5. Both 6. Both

TASKS
As Chairman of WECARE Foundation, write a letter to invite Oliver Jackson (a renowned businessman) to the annual fund-
raising banquet. Your email should include the following parts and details.

1. Background information 2. Invitation

- Name: WECARE Foundation (private - Place: Springfield Hotel, 154 Sussex Gardens, Hyde Park, London
nonprofit organization) - Time: Thursday, December 24, from 8pm
- Established: 10 years ago - Objectives: raising $1,000,000 to
- Missions: • upgrade the equipment at the local Children’s Medical Center
• promote the development of young • provide scholarships for five needy Springfield High School
people in achieving their full physical and students
intellectual potential • recruit volunteers for forthcoming charity events
• educate the public about the importance 3. Call to action
of being responsible citizens - RSVP by December 17
(suggested answer)
Dear Mr. Jackson,
Re: Invitation letter for a fundraising banquet
As you may be aware, WECARE Foundation is a private nonprofit organization which was established 10 years ago. Our
mission is to promote the development of young people in achieving their full physical and intellectual potential. In working to
achieve this aim, we also strive to educate the public about the importance of being responsible citizens of the world.
On behalf of WECARE Foundation, I am honored to invite you to the annual fund-raising banquet, which will be held at
Springfield Hotel, 154 Sussex Gardens, Hyde Park, London on Thursday, December 24, from 8pm. This year, our expectation is
to raise $1,000,000 to upgrade the equipment at the local Children’s Medical Center. With this financial support, we will provide
scholarships for five needy Springfield High students, who are not otherwise able to afford a college or university. Besides, we
also wish to take this opportunity to recruit volunteers for our forthcoming charity events.
Kindly RSVP by December 17. I look forward to hearing from you / We would appreciate your presence in the occasion.
Yours sincerely / Regards,
Vincent Bolloré
Chairman
WECARE Foundation
 5.4 SKILLS BANK

When writing a letter to accept or decline an invitation, there are a few key points to keep in mind:
- Begin with a polite and gracious tone: Start your letter by expressing your appreciation for the invitation and thanking the
sender for thinking of you.
- Be clear and concise: Clearly state whether you are accepting or declining the invitation. Use simple language and avoid
ambiguity.
- If you are declining the invitation:
• provide a brief explanation. Keep it honest but tactful, without going into unnecessary details.
• express your regret for not being able to attend (optional). This shows respect and acknowledges the effort put into the
invitation.
• offer an alternative (optional). If you genuinely wish to attend but are unable to do so, you can offer an alternative, such
as suggesting another date or proposing to meet up separately.
- End on a positive note: Conclude your letter by expressing your best wishes or gratitude once again. This leaves a good
impression and maintains a positive tone.
- Remember to proofread your letter for any grammatical errors or typos before sending it.
 SUGGESTED
FORMAT OF AN
INVITATION
LETTER
 5.5 WORD BANK

✓ guru (n) /ˈɡʊruː/ a person who is an expert on a particular subject or who is very
good at doing something
✓ transparency (n) /trænsˈpærənsi/ the quality of something, such as a situation or
an argument, that makes it easy to understand
✓ justify (v) /ˈdʒʌstɪfaɪ/ to show that somebody/something is right or reasonable
✓ eliminate (v) /ɪˈlɪmɪneɪt/ to remove or get rid of something
✓ intangible (adj) /ɪnˈtændʒəbl/ not capable of being perceived by the senses
✓ interruptive (adj) /ˌɪntəˈrʌptɪv / causing a pause or distraction to a process or
activity
✓ showcase (v) /ˈʃəʊkeɪs/ to present somebody's abilities or the good qualities of
something in an attractive way
✓ incremental (adj) /ˌɪŋkrəˈmentl/ increasing or adding on in small amounts
✓ authentic (adj) /ɔːˈθentɪk/ known to be real and what somebody claims it is and
not a copy
✓ tenure (n) /ˈtenjə(r)/ the period of time when somebody holds an important job,
especially a political one; the act of holding an important job
✓ immersive (adj) /ɪˈmɜːsɪv/ referring to an experience that deeply involves the
participant
✓ exponential (adj) /ˌekspəˈnenʃl/ growing rapidly or at an increasingly fast rate
✓ revolution (n) /ˌrevəˈluːʃn/ a great change in conditions, ways of working, beliefs,
etc. that affects large numbers of people
✓ interactive (adj) /ˌɪntərˈæktɪv/ that involves people working together and having
an influence on each other
✓ synchronous /ˈsɪŋkrənəs/ (adj) happening or existing at the same time
✓ prioritize (v) /praɪˈɒrətaɪz/ to put tasks, problems, etc. in order of importance, so
that you can deal with the most important first
✓ empower (v) /ɪmˈpaʊə(r)/ to give somebody the power or authority to do
something
✓ optimize (v) /ˈɒptɪmaɪz/ to make something as good as it can be; to use
something in the best possible way
UNIT 6: PRODUCTS AND STRATEGIES

Skills Focus

• Listening
• Speaking
 6.1 VOCABULARY Products and strategies
A. Here are some adjectives to describe products and services. Check that you know the meaning of them.

 efficient  sustainable
 safe  eco-friendly
 convenient  reliable
 versatile  stylish

 powerful  trustworthy
 durable  expensive
 effective  customizable
 affordable  innovative
B. Decide which of the below products matches each of the above adjectives. Compare your ideas with a
partner. How many were the same?
• car with a long-lasting engine  reliable
• portable Bluetooth speaker  convenient
• luxury leather handbag  expensive
• budget-friendly smartphone  affordable
• virtual reality headset  innovative
• multifunctional blender  versatile
• heavy-duty work boots  durable
• designer sunglasses  stylish
• washing machine  efficient
• solar-powered outdoor light  sustainable
• personalized phone case  customizable
• child car seat with advanced safety features  safe
• gaming laptop  powerful
• anti-aging skin cream  effective
• reusable water bottle  eco-friendly
• insurance policy from a reputable company  trust-worthy
C. Match these word partnerships with their meanings.
1. features i
P a) a marketing strategy in which branded products or services are featured prominently within
various forms of media, such as movies, TV shows, music videos, or video games
2. endorsement f b) the introduction of a new product into the market, involving various marketing activities and
R 3. recall g
strategies
c) a process used by businesses to distinguish a product or service from other similar ones available

O 4. placement a
in the market
d) a technique in which several products are grouped together and sold as a single unit for one
price
D 5. differentiation c e) the length of time from a product first being introduced to consumers until it is removed from
the market
h
U 6. branding f) the practice of using a well-known individual, such as a celebrity or influencer, to promote and
recommend a particular product or service
7. life cycle e g) a process in which a company retrieves and removes a product from the market due to safety
C 8. bundling d
concerns, defects, or regulatory issues
h) the process of creating and promoting a unique identity and image for a specific product

T 9. launch b
i) the specific characteristics, attributes, or functionalities of a product that provide benefits to the
customer
D. Complete these sentences with word partnerships from Exercise C.
product placementopportunities have expanded beyond
1. With the rise of online streaming platforms and social media, ….................….................
traditional media channels, offering businesses new ways to reach their target market.
product launch as businesses aim to maximize sales and gain a
2. Timing is a critical factor in a successful ….................….................,
competitive edge.
product differentiation
3. By focusing on ….................…................., businesses can establish a competitive advantage and attract customers who are
seeking something different or better than what’s currently available.
Product bundling can be an effective strategy for attracting new customers, as it offers convenience and cost savings
4. ….................….................
compared to purchasing individual items separately.
product life cycle is essential for businesses to effectively plan their marketing strategies and
5. Understanding the ….................….................
allocate resources accordingly.
product endorsement
6. As it provides social proof and validation of a product’s quality and effectiveness, ….................…................. plays a crucial
role in attracting and engaging customers.
product recall occurs, companies need to communicate transparently with their customers, regulators,
7. When a ….................….................
and the public to maintain trust and minimize negative consequences.
product branding helps businesses build trust and loyalty among customers, leading to increased sales and
8. Effective ….................….................
customer retention.
product features to develop,
9. Understanding customer needs and preferences is essential in determining the right ….................….................
ensuring that it meets market demands and satisfies target customers.
E. Discussion
Work in groups of three or four. Take turns to
describe some of your favorite products using the
vocabulary you have learned. Why do you like them?
Which of these products could you not do without?
 6.2 LISTENING Listening for gist  Listening for details

PRE-LISTENING
A. In pairs, discuss these questions.
1. What is the product life cycle?
2. How many stages are there in the product life cycle?
3. What are the key characteristics of each stage in the product life cycle?
B. Match these words with their meanings.

1. seasoned e a) to make something continue for some time without becoming less

2. insight c b) expert knowledge or skill in a particular subject, activity or job

3. capitalize f c) an understanding of what something is like

4. inevitable g d) going from one thing to another in a single series of stages

5. sustain a e) having a lot of experience of a particular activity

6. expertise b f) to take the chance or to gain advantage from

7. linear d g) certain to happen and unable to be avoided or prevented

WHILE-LISTENING
A. Jane Smith is a seasoned product manager. Listen to the first part of the interview, where Jane talks
about the first two stages of the product life cycle, and fill in each blank with one word.
The product life cycle refers to the journey a product takes from its (1) ….................
introduction to
consumers until its eventual (2) ….................
discontinuation / … In the introduction stage, the product
manager plays a crucial role in launching the product into the market. This involves
investments
significant (3) …................. awareness
in advertising and marketing to create (4) …................. and
highlight the product’s features and benefits. The product manager closely (5)
monitors consumer response and gathers (6) ….................
…................. feedbackto make judgments the
product’s potential success. During the growth stage, the product manager focuses on
capitalizing
(7) …................. on the increasing consumer demand and sales. They may invest heavily
outshinecompetitors. This stage also involves
in advertising and promotion to (8) ….................
expanding market and attracting new customers. The product manager ensures
(9) ….................the
repeat purchases.
customer satisfaction and encourages (10) ….................
B. Listen to the second part of the interview, where Jane talks about the last two stages of the product life
cycle, and answer these questions.
1. What is the market in the maturity stage like?
Largely saturated
2. What may the project manager do to target different market segments
during this stage?
Develop new or alternative products
3. What challenges does the product manager face in the decline stage?
The inevitable decrease in demand and rapid sales drop
4. What is the ultimate fate of the product during this stage?
It will be discontinued from the market
C. Listen to the last part of the interview, where Jane talks about the challenges of product managers,
and decide whether these statements are True (T) or False (F).

1. Product managers face challenges in some stages of the product life cycle. F
2. The introduction stage focuses on generating as much income as possible from the new product. F
3. Innovative marketing strategies are required in the growth stage to stay ahead of competition. T
4. Product managers need to look for new opportunities during the maturity stage. T
5. Sustaining profitability in a saturated market is a challenge during the decline stage. F
6. Managing the product’s discontinuation and switching to new products are tasks involved in the decline
stage.
T
7. The product life cycle is a straightforward process in which there is a clear start and end point. F
8. Constant monitoring and analysis of market trends are important to make profits. F
9. Proactivity and adaptability are important qualities for product managers. T
10. Delivering products that exceed customer expectations is not important in product management. F
POST-LISTENING
Work in groups of three or four. Choose a product you like, discuss, and make a short presentation on the
life cycle of that product.
 6.3 SPEAKING Taking part in meetings
LEAD-IN
A. Seven marketing executives are talking about increasing the marketing budget. Listen to the
conversation and decide who agrees and who disagrees with this idea.

Mario Simon Emma John Helen Robert Laura

Agree N/A
Disagree N/A
B. Fill in the blanks with the phrases below. Then listen and check your answers.

I think it would I think we should I’m afraid that I How do you feel Why don’t we …
be wiser to … … don’t. about that?

That’s exactly In my opinion … How about Starting with … I know what you
what I think. taking some time mean, but …
to …
… it’s out of the I completely I doubt that … Would you like Anyone else?
question … agree with … to share
something?
1. Starting with …
2. I’m afraid that I don’t.
3. I think it would be wiser to …
4. Anyone else?
5. I doubt that …
6. I completely agree with …
7. That’s exactly what I think.
8. I know what you mean, but …
9. … it’s out of the question …
10. Why don’t we …
11. Would you like to share something?
12. In my opinion …
13. How do you feel about that?
14. I think we should …
15. How about taking some time to …
FUNCTIONAL LANGUAGE
Look at the words and phrases in the previous activity, which are frequently used when taking part in
meetings.
ASKINGWrite
FORthe correct
GIVINGwords and phrases
OPINIONS in the correct place
AGREEING in this table.
DISAGREEING MAKING SUGGESTIONS
OPINIONS
 How do you  I think we  That’s  … it’s out of the  I think it would be
feel about should … exactly what question … wiser to …
that?  In my I think.  I’m afraid that I  How about taking
 Starting with … opinion …  I completely don’t … some time to …
 Would you like agree with …  I doubt that …  Why don’t we …
to share  I know what you
something? mean, but …
 Anyone else?
TASKS
Work in groups of five. You are part of a product
development team at a tech company. The team is responsible
for creating a new mobile application that will revolutionize
the way people organize and manage their daily tasks. The
team consists of the following roles: project manager, product
designer, software developer, marketing manager, and
customer support representative. Role-play a meeting in
which some common challenges and possible solutions for
each role are discussed.
Here are some ideas to help you:
 Project Manager Product Software Developer Marketing Manager Customer Support
Designer Representative
Problem Lack of clear Difficulty in Technical limitations and Inadequate market analysis Insufficient support
communication and understanding user challenges in and ineffective product resources and inability to
coordination among needs and implementing the desired positioning. address user queries.
team members. preferences. features.

Solution 1 Implement effective Conduct thorough Prioritize feature Conduct comprehensive Provide comprehensive
project management user research and development based on market research to identify training to the customer
tools and methods to usability testing to technical feasibility and the target audience, their support representatives to
support team meetings, gather insights and resource availability. needs, and potential enhance their product
task tracking, and feedback. competitors. knowledge and problem-
progress updates. solving skills.

Solution 2 Encourage open Collaborate closely Maintain a strong Collaborate with the product Continuously collect user
communication and with the software collaboration with the designer to create persuasive feedback and identify
collaboration among developer to ensure product designer to ensure marketing materials and common issues to
team members. the design is feasible the feasibility and campaigns that highlights the improve the application’s
and user-friendly. efficiency of the software unique features and benefits usability and address user
development process. of the application. concerns.
 6.4 SKILLS BANK

Effective communication is key to successful meetings and achieving desired outcomes. By using appropriate structures, students can actively
participate in meetings, contribute effectively to discussions, and foster a collaborative and respectful environment. Here are some points to
consider:
When asking for opinions:
 Begin by expressing interest in others’ perspectives.
 Use open-ended questions to encourage a broader range of responses.
 Seek clarification if a point is unclear or requires further explanation.
 Summarize and restate others’ opinions to ensure understanding.
 Avoid dominating the conversation and give everyone an opportunity to contribute.
When giving opinions:
 State your opinion clearly and concisely.
 Provide supporting evidence or examples to strengthen your viewpoint.
 Use active listening skills to respond to others’ opinions.
 Acknowledge and respect differing viewpoints.
 Avoid personal attacks or derogatory language when expressing opinions.
When agreeing:
 Express agreement by acknowledging the validity of others’ opinions.
 Highlight common ground and shared objectives.
 Offer support for ideas that align with your own perspective.
 Use positive language to convey agreement.
 Avoid excessive repetition or empty statements of agreement.
When disagreeing:
 Begin by acknowledging the merits of the opposing viewpoint.
 Present counterarguments or alternative perspectives logically and respectfully.
 Use evidence or examples to support your disagreement.
 Avoid personal attacks or confrontational language.
 Focus on the issue at hand rather than attacking the individual.
When making suggestions:
 Clearly state your suggestion or idea.
 Provide a rationale for your suggestion, highlighting potential benefits.
 Offer specific action steps or implementation strategies.
 Encourage discussion and feedback on the suggestion.
 Remain open to modifications or alternative suggestions.
 6.5 WORD BANK

 discontinuation (n) /ˌdɪskənˌtɪnjuˈeɪʃn/ the act of stopping doing or providing

something
 expertise (n) /ˌekspɜːˈtiːz/ expert knowledge or skill in a particular subject,
activity or job
 feedback (n) /ˈfiːdbæk/ advice, criticism or information about how good or useful
something or somebody’s work is
 inevitable (adj) /ɪnˈevɪtəbl/ certain to happen and unable to be avoided or
prevented
 innovative (adj) /ˈɪnəveɪtɪv/ introducing or using new ideas, ways of doing
something, etc.
 insight (n) /ˈɪnsaɪt/ an understanding of what something is like
 lifespan (n) /ˈlaɪfspæn/ the length of time that something is likely to live,
continue or function
 linear (adj) /ˈlɪniə(r)/ going from one thing to another in a single series of stages
 maturity (n) /məˈtʃʊərəti/ the state of being fully grown or developed
 monitor (v) /ˈmɒnɪtə(r)/ to watch and check something over a period of time in
order to see how it develops, so that you can make any necessary changes
 outshine (v) /ˌaʊtˈʃaɪn/ to be more impressive than somebody/something; to
be better than somebody/something
 profitability (n) /ˌprɒfɪtəˈbɪləti/ the ability to make a profit
 prolong (v) /prəˈlɒŋ/ to make something last longer
 seasoned (adj) /ˈsiːznd/ having a lot of experience of a particular activity
 significant (adj) /sɪɡˈnɪfɪkənt/ large or important enough to have an effect or to
be noticed
 sustain (v) /səˈsteɪn/ to make something continue for some time without
becoming less